It is with no doubt that authenticity is a vital component to building brand trust and sustaining great stakeholder relationships. When customers believe a brand is genuine about their brand promise and values, they tend to trust the brand. However, in today’s divided world where a wrong move could get you “cancelled”, staying silent means you are complicit and walking in the middle gets you accused of fence-sitting, we face a tightrope walk. As communicators and brand leaders, we try to navigate standing firm in our brand values while respecting the diverse perspectives of various audiences. We strive for balance as falling off could mean losing credibility.
Hence, this begs the question: is authenticity alone enough? While authenticity remains a powerful brand differentiator, today’s consumers, employees, and partners expect more. They are not just buying products anymore, they are buying purpose, values, and shared beliefs. They want to know what you stand for, not just what you sell. But here is the twist: not everyone shares the same beliefs. So, audiences search for brands whose values reflect their own.
Let us take any major issue today, whether it’s human rights, gender equality, racial justice, women’s empowerment, free speech, or climate change. For every person who applauds a brand’s stand, there is often someone else who questions its motives or criticizes its silence on a related matter. A clear example is the #EndSARS movement in Nigeria in 2020, where both individual and corporate brands were called out, and in some cases “cancelled” for failing to publicly support the protests against police brutality. Silence was interpreted as indifference or complicity.
Similarly, during the Black Lives Matter (BLM) protests in the United States in 2020, many global brands faced backlash: some were accused of performative allyship when they spoke up without taking meaningful internal action, while others faced criticism for staying silent altogether. Another example is the ongoing global climate conversation, where several multinational corporations have publicly pledged to take climate action. While some celebrate these commitments as steps in the right direction, others question the sincerity behind such pledges, raising concerns about greenwashing and demanding proof of meaningful, systemic change beyond corporate statements.
Away from social issues, even a brand-building PR campaign can spark backlash if the message misreads the room. We have seen it happen: a brand launches a campaign with the best intentions, only to face backlash from loyal customers who feel excluded or misrepresented. So, should brands stay silent to avoid offending anyone? Absolutely not! But neither should they shout so loudly that they drown out diverse perspectives.
The ideal balance? Authenticity paired with empathy because the risk isn’t in taking a stand, the risk is in taking a stand without understanding our audience’s complexity. In
PR, burning bridges usually hurts more than it helps in the long run. So, we must stand firm in our brand values but also stay open to conversations.
With today’s growing polarisation of beliefs and values, how do we stay authentic without alienating our audience? How do we take a stand without losing the crowd? This is where the tightrope mindset comes in. Where we must think carefully and balance things skillfully. So, how do we walk that line with intention?
Five Principles for Navigating Polarised Spaces with Intention
Here are five principles that can be followed to communicate effectively and responsibly in a divided world:
- Lead with empathy: This starts with actively listening to your audiences and seeking to understand their perspectives before speaking, drafting a statement, or launching a campaign.
- Be mindful of your tone: Speak with respect1 even as you express what you truly mean, without dismissing or diminishing other perspectives.
- Honour timing: There is something powerful about the perfect timing. About knowing not just what to say, but when to say it and when silence speaks louder. Speak when it matters, not just when it trends.
- Back words with action: Action speaks louder than words. In a time where audiences are quick to spot insincerity, performative messaging would not cut it. Values should be evident in policies, partnerships, and everyday decisions, not just in social media posts.
- Stay open to learning: Mistakes will happen. What matters is how we respond, through accountability and a willingness to evolve. Real trust is built not on perfection, but on consistency and growth.
However, understanding the principles is one thing, but how do we put them into action? In a polarised world, it is not enough to intend to be authentic, empathetic, and respectful. We must translate those values into everyday communication decisions.
Putting Principles into Practice: Steps to Walk the Tightrope
Here’s how PR leaders and communicators can master this balancing act, by taking intentional, strategic steps that reflect both courage and care:
- Know Your Brand’s Core Values: Avoid jumping on every trending issue. Be clear about what your brand stands for and why. This helps you guide your external voice, especially in polarised moments.
- Map Your Audience’s Diversity: Stakeholders are not one monolithic group. Customers, employees, investors, and communities all interpret messages through different lenses, and it is important to understand them.
- Acknowledge the moment or criticism: When tension or feedback arises, silence can be misread. Show that you are aware of what your audience is feeling. An honest acknowledgment can go a long way in maintaining trust.
- Connect to Shared Values: Even when perspectives differ, there’s usually a common ground. Anchor your message in values most people can relate to. 5. Choose Language That Builds Bridges: Avoid divisive phrases. Use storytelling that invites understanding instead of sparking defensiveness. 6. Create Dialogue: Open platforms for conversations. Host listening sessions. Spotlight diverse voices.
- Lead By Action: Statements mean little without action. Let your values show up in your policies, partnerships, campaigns, and community efforts. Action is your most powerful message.
- Be Willing to Learn & Evolve: Authenticity includes admitting when you get it wrong and showing how you’ll do better.
Where It All Comes Together
Brands that stay true to their values, while also showing understanding and empathy toward different perspectives, don’t merely avoid being cancelled or criticised during polarised times, they actually stand out as trusted leaders. The most powerful brands today are not the loudest or most neutral, they are the ones that boldly but kindly uphold their values while still creating space for dialogue, understanding, and respect. In a time when people quickly lose interest, the relationships built on mutual respect are the ones that last. So today, let’s rethink what it really means to be influential. Let’s focus on building connections while staying true to what we believe.
Let me leave you with this: What tightrope is your brand walking today? And are you walking it alone, or building bridges as you go?
Oludolapo Agbejobi is a PR and Communications Consultant and the Founder of Hattie Royale Media, an integrated strategic communications agency that helps brands design their strategy, shape their story, sustain relationships, strengthen reputation, and expand impact through data- and insight-driven storytelling and messaging. With over 10 years of experience across public and private sectors, her work spans key areas such as strategy development and execution, stakeholder engagement, brand management, digital communications, and content development.